{"id":1277,"date":"2019-08-29T08:00:16","date_gmt":"2019-08-29T08:00:16","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=1277"},"modified":"2020-10-14T07:35:59","modified_gmt":"2020-10-14T07:35:59","slug":"recover-lost-sales-cart-browse-abandonment","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/recover-lost-sales-cart-browse-abandonment\/","title":{"rendered":"[Vol. 2] Recovery Campaigns: How to Recapture Abandoned Sales"},"content":{"rendered":"

Losing a potential customer is painful, especially when you\u2019ve dedicated time, budget, and effort into getting them to your website. Yet, it\u2019s happening to your eCommerce store all of the time. Seven out of ten customers are abandoning your website before paying, and nine out of ten customers are leaving before they\u2019ve even picked up a basket. <\/span><\/p>\n

Browse and cart abandonment both are serious threats to your online success. Is a basic cart abandonment plugin the solution? Not any more. <\/span>Customers now crave tailored shopping experiences<\/span><\/a>, meaning that a generic cart abandonment email won\u2019t cut the mustard – targeting and converting only a small fraction of your lost customers. Instead, you need to implement a customer recovery strategy that uses the right tools and tactics to send the right message, to the right customers, at the right time. <\/span><\/p>\n

In the second part of our Customer Recovery Series, we\u2019re looking at the importance of customer recovery campaigns, and how you can use the information gleaned from your <\/span>on-site campaigns<\/span><\/a> to reengage and convert the shoppers you thought you\u2019d lost. What do we mean by on-site and recovery campaigns? Let\u2019s take a quick look. <\/span><\/p>\n

On-site retargeting campaigns<\/span><\/h3>\n

On-site retargeting campaigns are a series of techniques used to target online shoppers while they\u2019re on your website. They have two main aims:<\/span><\/p>\n

    \n
  1. Getting customers to convert before abandonment happens using tools like exit intent offers, delayed popups, and live chat. <\/span><\/li>\n
  2. Gathering detailed contact information about your customers to use should they later abandon, by using tools such as real-time lead capture, exit intent tools, \u201cSend My Cart\u201d and push notification opt-ins. <\/span><\/li>\n<\/ol>\n

    You can learn more about on-site retargeting campaigns in part one of our Customer Recovery Series: <\/span>On-Site Retargeting Campaigns: How to Optimize the Traffic You Already Have<\/span><\/a>.<\/span><\/p>\n

    Recovery campaigns<\/span><\/h3>\n

    A recovery campaign is a series of messages sent to customers who have left your website either before adding products to their shopping cart (<\/span>browse abandonment<\/span><\/a>) or after (<\/span>cart abandonment<\/span><\/a>). They aim to:<\/span><\/p>\n

      \n
    1. Remind <\/b>the shopper about their visit to your website;<\/span><\/li>\n
    2. Reengage<\/b> the shopper\u2019s interest in the products they were viewing;<\/span><\/li>\n
    3. Return<\/b> the shopper back to your website and those products; and<\/span><\/li>\n
    4. Recover<\/b> lost revenue by getting the shopper to convert. <\/span><\/li>\n<\/ol>\n

      A basic cart abandonment strategy achieves the four \u2018R\u2019s by sending cart abandonment emails to customers who have logged into your website and added items to their basket only. A customer recovery campaign achieves the four \u2018R\u2019s for customers at any stage of the buying journey – using targeted emails, reminders and push notifications to send the right message at the right time and drive conversion. Let us explain more. <\/span><\/p>\n

      Customer Recovery Campaigns to Increase Conversions<\/span><\/h2>\n

      Customer recovery campaigns (also known as website abandonment campaigns) recover sales by sending a series of messages tailored to when a customer left your website and, accordingly, how engaged they were before they left. Someone who looked at one product before abandoning will require a different message than someone who abandoned on the checkout page with several items in their cart. <\/span><\/p>\n

      Tailoring the message in this way enables you to employ certain tactics that increase your chances of converting. But, before we get to that, let\u2019s take a look at the four main recovery campaigns:<\/span><\/p>\n

      Browse abandonment emails<\/span><\/h3>\n

      Browse abandonment (also known as discovery failure) emails are sent to shoppers who have left your website without adding an item to their cart. These shoppers are the least engaged, meaning that they require more care and attention to get them to convert. Browse abandonment emails, therefore, need a gentle approach that familiarizes the shopper with your brand and offers a helping hand rather than pushing them to buy. <\/span><\/p>\n

      \"browse<\/p>\n

      Cart abandonment emails<\/span><\/h3>\n

      Cart abandonment emails are sent to shoppers who have left your website after adding items to their shopping cart. These shoppers are highly engaged with your brand and products, allowing you to use this engagement to target their emotions and encourage them to complete their purchase. <\/span><\/p>\n

      \"cart<\/p>\n

      \u201cSend My Cart\u201d emails<\/span><\/h3>\n

      Send My Cart emails are a sequence of reminder emails sent to a customer who has sent themselves an email with their cart items, using an on-site <\/span>Send My Cart tool<\/span><\/a>. These shoppers are the most engaged of them all – intending to come back and complete their purchase at a later time. When for some reason (life) they haven\u2019t returned, you can use these emails to remind customers about their pending purchase while using other tactics to convert. <\/span><\/p>\n

      Push notifications<\/span><\/h3>\n

      Push notifications are a series of timed, clickable notifications that appear directly in a customer\u2019s web browser, regardless of what website they are on. To receive push notifications, customers must opt-in when they are on your website (as covered in Customer Recovery Series Pt.1). Accordingly, these customers are more engaged and interested in hearing from you. Push notifications are useful for targeting these customers when they are primed to continue their journey (at their computer) and, accordingly, can achieve up to a 5% recovered revenue boost. <\/span><\/p>\n

      \"cart<\/p>\n

      Each of these drip recovery campaigns has the potential to recover a significant amount of customers – So how do you realize this potential?<\/span><\/p>\n

      Customer Recovery Campaign tips and best practice<\/span><\/h2>\n

      To maximize the click-through rates, conversion numbers, and sales figures of these customer recovery campaigns, you need to optimize the messages you\u2019re sending. Specifically, you need to think about:<\/span><\/p>\n

      Customer segmentation<\/span><\/h3>\n

      To target the right customer with the right campaign, you need to ensure that your leads are queued into a campaign relevant to their stage in the customer journey. Sending a cart abandonment email to a lost \u201cwindow shopper\u201d is rarely going to do the trick. Using a customer recovery tool that employs real-time segmentation will do this for you \u2013 automatically, segmenting your lost shoppers based on behavioral data captured while they were shopping<\/span><\/p>\n

      Timing<\/span><\/h3>\n

      The volume and timing of your recovery emails are fundamental to your open rates. An email sent too soon could scare a browse abandoner off, while an email sent too late could be no longer relevant to a customer who abandoned their cart. What\u2019s <\/span>the best timing for cart abandonment emails and discovery failure<\/span><\/a> messages? We recommend:<\/span><\/p>\n